Indian Motorcycle Sport Chief Launch

About Project

Indian Motorcycle had big news to share—their biggest news of the year. They were ready to launch an exciting, all-new bike, the Indian Sport Chief, and they had to get it right with this audience. Because this wasn’t your average biker—these riders were a part of the garage culture. The ones who express their identities through their motorcycles. The ones who spend hours in their garage, tinkering, tweaking and fine-tuning. That’s why we developed a mail piece that not only connected with their passion for mechanics and style, but also gave these riders an outlet for self-expression.
We created a one-of-its-kind direct mail piece that when opened, effortlessly unveiled a 17x17 inch, exploded-folding poster. A poster people could detach and hang on their garage walls. And after removing the poster, the tri-fold piece displayed all the product details in a beautifully laid out format so that riders could do what they love, and dive into the details of this new Indian Sport Chief bike.